Integrated marketing communication as the key component to building customer based brand equity.

Integrated marketing communication as the key component to building customer based brand equity.

This study investigates the role of integrated marketing communications in building customer based brand equity. The study was conducted in Pietermaritzburg and Durban in South Africa using the consumers of the Coca Cola brand as the study subjects. The aim of the study was to determine the differen...

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Bibliographic Details
Main Author: Dapi, Belinda Chiedza.
Other Authors: Phiri, Maxwell Agabu.
Language:en_ZA
Published: 2013
Subjects:
Customer relations > Management.
Brand name products.
Branding (Marketing)
Communication in marketing.
Theses > Management studies.
Online Access:http://hdl.handle.net/10413/9853

Internet

http://hdl.handle.net/10413/9853

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